Issue link: https://www.ascpskindeepdigital.com/i/916074
60 january/february 2018 ONLY SHARE YOUR WHY Most people on social media fall into two categories— they either don't know what to share so they share very little, or they don't know what to share so they share everything. Be a standout on social media by joining the third category—the group that knows exactly what to share. They share all things that speak to their why. When you create or find content you might like to share, ask yourself: Who is this for? What is this for? If the content speaks to the audience you want to speak to, and says what you want to say (your why), share it and quality pieces like it. Don't muddle your social media presence with content that doesn't serve your why. BUILD AN AUDIENCE THAT APPRECIATES YOUR WHY Garnering a huge following of random people is pointless; they will never fulfill your why. Having a following of any size that is your tribe (people who appreciate your why) is far more fruitful. Lucky for you, human beings have a natural tendency to join a tribe. We like doing what other humans like us are doing. Think about how easily and often an entire stadium of strangers can fall into the same clapping cadence with little or no guidance. When you have a social media community of people who appreciate your why, these people are your tribe. To your tribe, your marketing can say, "People like us do things like this," and they will understand that they are the "people like us," so they will want to "do things like this"—a.k.a., the behaviors you want them to do, like booking an appointment, purchasing a product, signing up for your class, etc. Build this audience by continuously sharing only the content that supports your why, using strategic hashtags to represent that content so your tribe can find it. And don't be afraid to reach out to your IRL (in real life) network to ask them to share your content and cross- promote. Don't just wait for your social network to grow. Get in there and engage, look around, comment, and make your presence known. Don't just wait for your social network to grow. Get in there and engage, look around, comment, and make your presence known. 2 3